What is Information Architecture?

If you boiled the web down to one simple imperative, it would be, “Help people find what they’re looking for.” That’s certainly what search engines are intended to do. But once you land on a website, the same rule applies. And that’s where Information Architecture comes in. It’s the art and science of organizing a website’s information in ways that make sense to most people, always keeping in mind a site’s goals and its users’ needs.  Good information architecture can mean better site engagement, improved search engine optimization and higher conversion rates.